The Long Game Matters

“A company should have values, because a company is a collection of people. And people should have values, so by extension, a company should” – Tim Cook

Apple turned 42 this week and is still proving the long game is best for hardware, software, privacy and security. Looking back, no one can say it’s been an easy road for the company that has become a household name all over the world. Often secretive, they clearly have a long term game plan and aren’t inclined to share; preferring to let us put the puzzle together as it unfolds. (They must hear us saying “Ooooohhhhh, NOW it makes sense!”)

However easy it looks, when you start out with an ideal and settle for nothing less, you become an icon. When you have a strong vision and commit to growing into it, it looks easy to be a leader.

That’s not to say that every iconic leader has strong ideals and commits to growing their vision. It is, however, easy to see who does.

OH and Apple, too.

TechRestore has been in the business of repairing, servicing and restoring Apple devices for a long time and we’ve had an opportunity lately to reflect on why Apple is such a natural fit for us. As a small company – as individuals – we share fundamental ideals with this tech giant and we see its products as an extension of its values. Following that logic, we see our services as an extension of our values. Some consider this a revolutionary approach, but it’s actually the foundation TechRestore was started on all those years ago.

It’s not all that surprising, when you look at the big problems showing up in technology today, that Apple’s long term (sometimes frustrating) focus and investment was well placed. It makes it easier to trust that what they’re working on now is along the same lines, good for users, good for the planet and good for business. Here are some points along that line.

The best (not the first) products, with the future in mind. They were not the first MP3 player, smartphone, AI or tablet. The hardware gets better with every software update. It’s better in the long term to build strong hardware and then the technology to fill its potential.

Privacy is a basic human right. Apple recognized the need for strict privacy and security in their ecosystem from the start. They have not done it perfectly, but they decided long ago, before personal data was such a commodity, that no amount of money or pressure was worth sacrificing the privacy and security of the people who use Apple products. In 2010, Steve Jobs warned what risks we faced if personal data was exploited. MacOS and iOS developers must adhere to strict guidelines. Every Apple product is designed to minimize the collection and use of data, use on-device processing whenever possible, and provide transparency and control over your information.

The Apple ecosystem includes the entire ecosystem: sustainable sourcing, environmentally conscious, supply chain accountability, accessibility focus, strict App store vetting, honesty, rigorous data security and solution oriented problem solving. The list goes on and on. Even when mistakes are made, they own up and make it right. Recently, Apple got in some hot water (class action suits still pending) for slowing iPhones down to keep them from shutting down under certain conditions. They have since lowered the price on out of warranty battery replacement and in the latest iOS update, given users the option to turn off the performance management feature and see how their battery is performing. They stand behind the action, while admitting they could have been more forthcoming about why they were doing it.

TechRestore is not affiliated with Apple directly. We are part of the ripple Apple creates that expands outward with support jobs and even whole industries. We don’t stand in their shadow and we also believe that the size of your business should not define you.

Playing the long game, in our case, is not as dramatic as Apple. Our customers know for sure that we plan to be around for a long time to deliver solutions in repair, training, service and sales. How?

Professional and honest with the future in mind. We stand behind our work with a one-year functional warranty on repairs. That’s really easy to do when you’re up-front with services and repair quotes. We’ve built strong partnerships with trusted parts suppliers who have high standards so you can trust the parts we use to service your devices.

We listen to our customers (kudos and complaints) and we’re over the moon when you refer your friends and family to us! Your reviews let us know we’re growing in the right direction. Is being the premier provider for repair and service to individuals, businesses and schools our goal? YES! We move toward it by focusing on each customer, making every transaction the best it can be. If we’re the best, it’s because of YOU!

Actual humans! YAY! And we plan to stay that way. We’ll never send you to email or auto-attended phone tree purgatory. We’re here to help and you’ll know as soon as you call, email or come in.

So whether you need repairs, software help, accessories or certified restored Apple devices, you can count on us to deliver quality, professional service and a human touch.